Takeaways from AIBP Insights The Value of Customer Experience: Rethinking Customer Journeys for Indonesia’s Consumers

AIBP Insights is a series of closed-door regional roundtable discussions which are part of our ongoing engagement with enterprises in ASEAN to look at topics affecting digital transformation for their businesses. The purpose is to enable the exchange of ideas between industry stakeholders and spearhead creative collaboration across industries and countries.

Earlier this year, we hosted a series of discussions ranging from Elevating Customer Experience among regional FSIsResilient Supply ChainsIndustry 4.0 in Traditional Manufacturing, and The Tech Edge for ESG

In the opening session for our AIBP Insights series, our panelists from Ajaib, Bio Farma, Evermos, GajiGesa, Lion Parcel, MPM Rent, One Smile, Waresix and Twilio came together to discuss and share their experience in engaging with consumers in Indonesia.

Takeaways from AIBP Insights The Value of Customer Experience: Rethinking Customer Journeys for Indonesia's Consumers

With a population of approximately 270 million, Indonesia is the world’s fourth-most populous country. It is interesting to note that the median age of Indonesia is 29.7! As of 2020, 25.8% of the population are millennials and 10.9% are Generation Z. In addition, Indonesia’s internet and mobile penetration has increased to 73.7% in 2020 from 64.8% in 2018. YY Fong, Vice President, Industry Platform, added that the fundamental shift in consumer behaviour has caused more customers to demand more from their experience – be it online or in-person. 

Mapping the Customer Journey / Customer Experience 

Anjali Seraf, Head of Global Enterprise Innovation, Twilio, highlighted that there is a real disconnect between companies and customers – while 94% of companies think that they have done a great job in communicating with customers, 96% of customers disagree. For companies to do well, Anjali shared her views on the four key trends shaping the future of customer communications: (1) going direct to the customer, (2) empowering customers through self-service, (3) sharing information transparently via a creator ecosystem, and (4) connecting the dots across the ecosystem. 

Due to the COVID-19 pandemic, businesses and customers alike are required to be flexible and constantly adapt to the ever-changing new normal. Strong enforcements in lockdown and for physical distancing in various places have forced many customers to utilise mobile-based applications for transactions. According to Laurensia Windyana, Chief Operating Officer, OneSmile, this is a major contributor to the increasing usage of mobile applications in Indonesia, especially in digital payment features. With this underlying motivation, Sinar Mas Land presented OneSmile, an integrated smartphone application designed to connect all the services in a single application and engage with the BSD City residents. 

Reza Rachman, Head of Engineering, Lion Parcel, highlighted that being proactive and innovative would be crucial when building relationships and engaging with their customers. Pak Reza finds it important to take the initiative and continuously innovate based on customers’ needs, as opposed to reacting only when a bad situation arises, e.g. dissatisfied customers. 

OT Ponangsera (Sera), AVP Digital Product Management & Business, Bio Farma, shared that creating new business models, and exploring various digital approaches to create new revenue streams and improve business processes are his top priorities. The pandemic has also changed consumer behaviour in the healthcare sector, with customers being afraid to enter clinics and pharmacies the largest concern. Pak Sera emphasised that it will be important for them to create a “new retail pharmacy experience” when customers slowly begin visiting clinics and pharmacies in the near future.

Communication Channels that Work Best

Consistent customer engagement across a variety of channels can help brands to build and strengthen a ‘human-to-human’ connection with their customers and add value beyond transactional relationships. If there’s anything that remained the same from the good old brick-and-mortar times to this day and age of thriving digital models, it’s the firm stance on the mantra ‘Customer is King’.

As the majority of their customers are millennials, Tirmidzi Aflahi (Midzi), Vice President, Engineering, Ajaib, shared that they find Instagram to be the most effective tool for communicating with them. He added that they have plans to introduce a premium membership tier for high value customers, as well as to constantly improve web experience as they continue to engage and interact with the customers. 

With their focus on serving more than 250 marquee corporate clients from diverse industries, Arihant Kothari, Vice President, Growth and Strategy, Waresix, observed that traditional methods are not that effective for them – 80-90% of his customers do not read SMS that are being sent to them, 90% do not respond to emails, and even most notifications that are sent via their app are also not read by customers. He found that communicating with a short 30 seconds to 1 minute video, where these videos serve as a platform for customers to raise queries and for their employees to address them almost immediately, tend to be the most effective for Waresix. 

On the contrary, from his experience working with primarily blue coloured workers, Daniel Mayusa, Head of Engineering, GajiGesa, found his experience to be different from Arihant’s. He shared that maintaining communications is tough since most of their mobile devices are outdated and have almost no internet connectivity. Pak Daniel highlighted that the traditional SMS mode is the most effective for them.

Building a Personalised Experience and Customer Loyalty Rewards 

As shared by most panelists today, a defining characteristic of leading companies of the future will depend on their ability to deliver personalised and tailored experiences catered to the needs of their customers, in contrast to generic services offered to the mass market.

Bu Laura shared that researching the target market to find out what they want and need would be a constant priority, as well as identifying problems and implementing solutions. In addition, they are looking to constantly improve on their loyalty program to reward their BSD City residents.

Edmon Halim, Head of Strategic Initiative Management Office, MPM Rent, a leading car rental company in Indonesia, shared that they are looking to build a SuperApp, where multiple existing applications will be integrated into one. This will enable them to gather big data from their site, and they can use those insights to create more personalised experiences for the customers. 

Takeaways from AIBP Insights The Value of Customer Experience: Rethinking Customer Journeys for Indonesia's Consumers

Concluding the session, Adi Purwanto Sujarwadi, Vice President, Product, Evermos, and Arihant both agreed that companies will need to be digitised in order to scale. The bigger question is how to enable customers to scale with them even though they are not that tech savvy, and what they can do to bridge that gap.

Offering products or services alone will no longer suffice; enterprises must provide their customers with great experiences and interactions. With the increasingly high expectations and demands for exceptional customer support, it is imperative for businesses to understand and look at the different areas that can contribute towards providing a superior customer experience. This would then allow them to devise an extensive customer engagement strategy which will reduce existing and potential gaps with customers.

With that, we look forward to continuing our discussion on Hyper-Personalisation for Banking, Financial Services and Insurance (BFSIs) on Thursday (23rd September). 

Stay tuned for our ongoing AIBP Insights discussions which will be held in the next few weeks. Do reach out if you’d like to view the playback of the discussion today, or if you wish to find out more about our upcoming sessions!



21 September 2021

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